剖析汽车品牌的核心内涵与塑造（Analysis of the core connotation and molding of automobile brand）.docVIP

剖析汽车品牌的核心内涵与塑造（Analysis of the core connotation and molding of automobile brand） Looking at Mercedes Benz, BMW, Ford, TOYOTA and other internationally famous car brands, each brand is behind a legendary history of the founder. With its immortal spirit, the founder endows the automobile brand with different personality and style. After ten years and a hundred years baptism, the life is still young, and the brilliance is still shining. It is also the kind of brand personality, integration with a variety of social, cultural and psychological factors, alienation as a symbol of the era, and the charm of the cars own function, style, line and color distribution of the automobile has become the power and fashion, control and conquer, personality and identity, so many people dumping. I. The three stages of the development of auto brands A successful car brand building generally needs to go through three levels, namely, product level, enterprise level and social level, that is, gradually from product brand development to enterprise brand, and then develop into social brand. Most of the international brands have developed to the third stage, while the domestic auto companies are still in the first or second stage. The first stage: product brand stage In the early days of establishment, the personality of car brand is the same as that of other products. It is based on the function, characteristics and uses of its products, and aims at the positioning and appeals of the major consumer groups. Because of the early motor development, subject to the specific technology and the restrictions of consumer demand, the market is still in a sellers market, the brand personality characteristics in order to establish specific must rely on the product to be molded, and the formation of consumer brand recognition. For example, the German VW Beetle, is a compact, portable, low cost fuel for its brand features, such as T type car Ford Motor Co, including early Shanghai Volkswagen with Santana